Whuffie at Web 2.0 Expo
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Whuffie at Web 2.0 Expo



Presentation I gave on April 2 at the web 2.0 expo.

Presentation I gave on April 2 at the web 2.0 expo.



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  • Full Name Full Name Comment goes here.
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  • Great topic then :D.
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  • Thanks for posting these. I was so busy listening and tweeting about what you were saying in the presentation that I missed writing a couple of things down! It was great to listen to a presentation that wasn't just talking about what social media sites to plaster your stale old marketing messages in! Personally, I don't believe in 'social media marketing.' For my agency, 'The Conversation is the Thing.' Conversations may happen through social media technologies, but they also happen in other places online and offline. You need to look at all of it to find the best locations and conversation vehicles to build Whuffie for your company. Oh, you also should figure out what to say--not just interrupt the conversation with marketing bullets and sales pitches.

    I'm excited to read the book. Will it be available on Kindle?
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  • @AustinHill Of course Sean was there to see it! I think he's memorized it by now. :) He was there in his orange beenie, so I could conveniently point him out and then was surrounded by as many people as I was after the presentation. :)
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  • great topic but gone it overkill mode. fck 317 slides ...
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  • Great presentation Tara. I just wish I was there to have seen you deliver it because I'm sure you rocked it.

    Hope you are having fun. Thanks for the mention of Akoha. I hope Sean was there to see the presentation.
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Whuffie at Web 2.0 Expo Whuffie at Web 2.0 Expo Presentation Transcript

  • less $$? more whuffie! how social capital is the key to building your business...even in tough economic times
  • the theme of this conference is
  • the power of less
  • #awesome
  • cause I’ve always done it that way
  • $1.2mm
  • competing against budgets >$100mm
  • became the #2 bestseller
  • [and, consequently, made alot more $$]
  • the $$ driven campaigns focused on
  • we focused on
  • $0
  • netted >1MM uploads
  • 24 hrs
  • ??
  • “ Half the money I spend on ” advertising is wasted; the trouble is I don't know which half. John Wanamaker
  • when you use
  • you can’t be quite sure who will receive your message like
  • but when you
  • you know exactly where you stand
  • which is why
  • when it comes to marketing
  • whuffie is wiser
  • lemme explain
  • web 2.0
  • Facebook = >180Million users Blogs = >115Million+ (+China’s 75M) MySpace = >110Million users Orkut = >75Million users Twitter = >15 Million
  • Twitter = >24,000 followers (>1300 followed) Facebook = >2,500 friends Flickr = >1,200 friends l’il ole me
  • scary
  • newsflash: you can’t shut the internets down
  • #FAIL
  • but I was actually really curious about this...
  • why were some companies being received with
  • while others were being greeted with
  • ?
  • while I was pondering this I picked up a book by
  • http://www.flickr.com/photos/eschipul/437288525/
  • [cory doctorow]
  • [boing boing]
  • instead of $$
  • whuffie
  • =
  • social capital
  • =
  • reputation
  • connections (both strong and weak)
  • influence
  • access to resources/ talent/more connections
  • favors added up (reciprocity)
  • publicly known accomplishments
  • levels of trust
  • etc
  • in cory’s future
  • when you
  • http://www.flickr.com/photos/notic/86343146/
  • whuffie
  • score
  • high score
  • =
  • good reputation
  • trustworthy
  • listen to their advice
  • you can also buy stuff with your whuffie
  • http://www.flickr.com/photos/brraveheart/2072543750/
  • but something sounded familiar to me
  • it isn’t futuristic nor is it fictional
  • it’s here and now
  • it’s how we relate to one another
  • online communities
  • ping!
  • Friended!
  • ping! hmmm...don’t know him well enough to transfer trust...
  • A. ask for more info B. ignore for now
  • so if
  • a quick
  • http://www.flickr.com/photos/notic/86343146/
  • would tell me
  • he’s not interested in being my friend
  • he wants value from me
  • without providing me any value
  • [reciprocity]
  • if you want to become an influencer
  • someone who is whuffie rich
  • whose ideas spread
  • who is well-loved
  • you need to
  • credibility
  • it’s really as simple as that
  • but there’s a catch
  • didn’t happen overnight
  • it required a different perspective
  • alot of time and attention
  • it won’t cost you very much $$
  • and you’ll see results in real time
  • it involves
  • 5 key components to raising whuffie
  • #1. turn that bullhorn around
  • how marketing looked before the internet
  • then came the competition
  • got louder
  • and louder
  • led to
  • main characteristic
  • impersonal
  • http://www.flickr.com/photos/b-tal/179390300/
  • http://www.flickr.com/photos/tin-g/90143310/
  • which is why
  • people we trust
  • if you are still
  • you are totally missing
  • http://www.flickr.com/photos/striatic/133146861/
  • if you want to
  • http://www.flickr.com/photos/klapow/39693385/
  • sounds easy, but it isn’t
  • focus on individuals
  • understand the needs of a community
  • that’s totally challenging
  • but if you don’t listen...and then respond...the silence will
  • smack down your whuffie
  • just ask Dell computer
  • http://www.flickr.com/photos/nrkbeta/3283932325/
  • “ DELL SUCKS. DELL LIES. Put that in your Google and ” smoke it Dell! Jeff Jarvis
  • http://www.flickr.com/photos/laughingsquid/464177597/
  • Dell turning the bullhorn around 1. Direct2Dell - blog where people could start talking to Dell about their experiences. 2. Instantly responding to fiascos (like the exploding laptop) 3. CES - blogger lounge with Michael Dell 4. Dell Idea Storm 5. Delivering on the ideas generated in the tool 6. rinse. repeat.
  • DELL turned their whuffie deficit into a whuffie making machine, stopping their decline in sales and stopped their bad press.
  • but if you want to really become
  • #2. become part of the community you serve
  • getting out
  • the question is
  • figure out
  • who is it that you serve?
  • what problem are you solving?
  • for whom?
  • knowing that makes it easier
  • then join them!
  • not as market research
  • not as a voyeur
  • not to sell anyone anything
  • if you join a community with the wrong intentions
  • authenticity matters
  • what you need to figure out is
  • learn from that
  • integrate it into what you are offering
  • lastly figure out
  • why would they give a damn?
  • seemingly infinite choice
  • what is the difference between
  • you need to be remarkable
  • because then
  • some people may even give a damn.
  • and how does one achieve remarkability?
  • #3. create amazing customer experiences
  • when I say amazing
  • I mean experiences that lead to
  • http://www.flickr.com/photos/lugolounge/6780004/
  • http://www.flickr.com/photos/teointarifa/490408075/
  • http://www.flickr.com/photos/60852569@N00/242746787/
  • and then you will
  • this doesn’t need to be complicated
  • 10 things you can do to create amazing experiences
  • 1. The Dazzle is in the Details.
  • moleskine http://flickr.com/photos/confusedvision/226129765/
  • 1. The Dazzle is in the Details. 2. Go Above and Beyond.
  • TED conference http://flickr.com/photos/stewart/433935679/
  • 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion.
  • vosges http://flickr.com/photos/quintanaroo/1516782327/
  • 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion. 4. Inject Fun into the Experience.
  • flickr http://flickr.com/photos/joshb/1408947023/
  • 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion. 4. Inject Fun into the Experience. 5. Make Something Mundane Fashionable.
  • method home products http://flickr.com/photos/schweb/2890697924/
  • 6. Let People Personalize.
  • moo cards http://flickr.com/photos/schweb/2890697924/
  • 6. Let People Personalize. 7. Be Experimental.
  • threadless
  • 6. Let People Personalize. 7. Be Experimental. 8. Simplify.
  • 37 signals
  • 6. Let People Personalize. 7. Be Experimental. 8. Simplify. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness.
  • Zappos.com http://www.flickr.com/photos/laughingsquid/2476324694/
  • 6. Let People Personalize. 7. Be Experimental. 8. Simplify. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness. 10.Be a Social Catalyst.
  • community.intuit.com
  • #4. embrace the chaos
  • controlling the message?
  • heh
  • http://www.flickr.com/photos/wiseacre/153532248/
  • I know...it’s hard to embrace the chaos...
  • long history
  • of fear
  • the fear mongers • corporate espionage • competition • security • litigation • bad-mouthers • mistrust
  • it’s on their shoulders • Legal • Public Relations/Corporate Communications • IT
  • understand the need for security
  • but balance it with the need for openness
  • there are many benefits to openness and transparency
  • benefits of embracing the chaos • you’ll be better prepared for the unexpected • you’ll join in the conversation that is already happening and be welcomed for this move • it will bring in the opportunity for collaboration • it will make your ideas stronger • it will create supporters you didn’t know you had
  • in the old days, you had one chance to get the message just right...
  • today, you have multiple conversations and iterations to build that message with your customers and audience.
  • Funny how we create our own rat traps in our success. Once we're 'there' we can no longer do the stuff that made us successful in the 1st place.
  • ...or can we?
  • we’re just one more step away from
  • here is some food for thought
  • while money is part of the
  • market economy
  • whuffie is part of the
  • it acts kind of opposite
  • the more you give away, the more whuffie you gain
  • whuffie is only valuable when it circulates
  • and as it circulates, it
  • but we still need to make $$ to pay the rent
  • so the question is...
  • what can you give away that won’t leave you broke?
  • #5. find your higher purpose.
  • born out of passion?
  • serving a need?
  • fighting the good fight?
  • maybe that stuff doesn’t interest you
  • maybe you just want to
  • does it mean that you will be whuffie poor?
  • nah.
  • you just have to find a way to give back to the community
  • the more you give, the more that comes back
  • 5 gifts to give that won’t leave you broke
  • “nerd values” do well by doing good
  • “...compared check-writing and volunteering to cutting the leaves and branches off a tree, where the heart of the business and its ability to impact the world positively is the tree itself.” Gary Hirshberg, CEO, Stonyfield Farms
  • think customer-centrically
  • not customer-centric • • You do everything you can to keep You have a long list of customer your customers on your website. relations policies. Any exception to those policies has to go up the chain of command for approval. • You measure number of visitors and time spent on your website as • whether you are successful. You need to create multiple instructional videos so that your customers will understand how to • When budgets get tightened, you use your product. make cutbacks in areas like customer service, marketing, • support staff and design. You demand social media strategies that win over the ‘influencers’ to blog or tweet about your product. • You are bothered by a customer describing your product in their own words that doesn’t match your brand.
  • customer-centric • • You send customers to other Your customers are doing things websites. with your product you never dreamed and are posting videos. • You measure how many people refer • their friends to you as success. Influencers are adding you as friends on social networks. • You let people feed in their content • from other sites easily. You work with your competitors towards better customer experiences for all. • When budgets get tightened, you tighten operational costs. • You know you compete for your customers’ attention with everyone. • Your only customer service policy is to do right by the customer.
  • help others go further
  • spread love
  • akoha.com
  • value something bigger
  • • do well by doing good • think customer-centrically • help others go further • spread love • value something bigger
  • whuffie
  • will grow over time
  • so combine all of the
  • • turn the bullhorn around • become part of the community you serve • create amazing experiences • embrace the chaos • find your higher purpose
  • you will raise whuffie
  • whuffie rich
  • =
  • better word of mouth
  • repeat sales
  • customer loyalty
  • =
  • big, fat increase to your bottom line
  • which will help you buy stuff
  • http://www.flickr.com/photos/brraveheart/2072543750/
  • which is why whuffie is the wiser way to go in any economy.
  • end.
  • In stores April 21! pre-order today! http://thewhuffiefactor.com
  • licensing: http://www.slideshare.net/missrogue
  • about those rockin’ images: • Many are from iStockphoto.com (totally cool site) • except as marked on the photo... • a screenshot of my friendwheel: http:// apps.facebook.com/friendwheel • and the logos & screengrabs I stole from all of the respective sites...
  • some references • Akoha.com http://www.akoha.com • Microformats: http://www.microformats.org • OpenID: http://www.openid.net • Creative Commons: http://www.creativecommons.org • BarCamp: http://barcamp.org • Coworking: http://coworking.info • Ma.gnolia: http://ma.gnolia.com • Friend Wheel: http://apps.facebook.com/friendwheel • Great internet stats: http://pewinternet.org • Whuffie: http://en.wikipedia.org/wiki/Whuffie
  • Tara missrogue Hunt marketing lead, Intuit Partner Platform horsepigcow@gmail.com 415.694.1951 twitter: missrogue skype: tarahunt747 www.horsepigcow.com